SITUATION
Based on increasing development in Wisconsin Dells, and the need to promote additional indoor waterparks, accommodations and attractions in the area, Boelter + Lincoln was charged with expanding the Wisconsin Dells message.

GOALS & OBJECTIVES
- Increase the number of new visitors to Wisconsin Dells from new, non-broadcast markets
- Test the viability of a 30-minute familiarity-building program among potential visitors in further,
non-broadcast markets
- Generate requests from potential visitors for a Free Vacation Planning Kit

IMPLEMENTATION
B+L created a 30-minute Travelmercial using footage from the Wisconsin Dells Vacation Video Guide, where viewers were invited to call or log on to receive their Wisconsin Dells Vacation Planning Kit, including a coupon book offering deals and discounts. B+L selected Peoria, South Bend-Elkhart and Des Moines as test markets for their proximity to Wisconsin Dells and because they consistently generate 1,000+ inquiries each year without the benefit of broadcast advertising. The Travelmercial aired 22-24 times during the month of May during paid programming time slots on weekends and later in the evening.

RESULTS
- 30% of people receiving a the kit converted to actual visitors
- The program was expanded to include Detroit, St. Louis, Indianapolis and Duluth